Digital Signage Expansion

Project overview

UrbanSense partnered with HR&A and WMATA (Washington Metropolitan Area Transit Authority) to create a coordinated capital investment and product roll-out program for expanding digital signage across Metro’s subway, bus, and rail assets.

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Client:

wmata gray logo

Location: Washington, DC

Services:

Segment: Private

Industry:

A train on railway tracks with a house and trees in the background.
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Background

WMATA sought a partner to unify its digital and communication assets, including digital screens, customer information centers, web and social media channels, and multimedia content like videos and images. The goal was to deliver more consistent messaging to customers through a modernized content management system and an expanded network of digital assets.

UrbanSense was tasked with answering a pivotal question: “How can we establish a digital program that expands screen usage and transitions to a more modern, template-based integrated content management system?” This initiative aimed to integrate customer-facing communication systems, ensure timely and relevant messaging, and streamline internal processes to meet the evolving expectations of WMATA's customers.

UrbanSense Approach

UrbanSense worked closely with WMATA’s Director of Customer Technology & Innovation and Chief Customer Experience Officer to develop:

  • Signage Expansion: Upgraded passenger displays, ticketing systems, and ad networks.

  • Content Management: Deployed an integrated CMS for streamlined content delivery.

  • Digital Experience Lab: Established a facility for testing and showcasing digital technologies to support future innovation.

Commuters standing on a WMATA subway platform, engaged in conversation while waiting for their train to arrive.
People walking and standing at a train station, with WMATA digital displays showing train schedules and information.
People descend an escalator at a train station, with WMATA digital displays visible in the background.

Outcomes

The project delivered real-time passenger information, increases revenue through advertising, and simplified operations with a unified Content Management System. The Digital Experience Lab positions WMATA to lead in transit technology and innovation.

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See Also:

Waze Public Sector Partnership Strategy

UrbanSense partnered with Waze, a mobility company within Google’s portfolio, to develop a forward-looking strategy for Public Sector Partnerships.

INSIGHTS

The $800 Million Question: Should NYC Buses Be Free?

As the cost of living continues to rise in New York City, transit advocates are rallying around a bold proposal: make buses free and faster. With 1 in 5 New Yorkers struggling to afford fares, fare-free buses could be a game-changer for working families. But can the city afford the $800 million price tag—and is it the right move for the future of public transit? UrbanSense joins the debate.

Inside a city bus with passengers seated and standing, some wearing winter clothing, and a driver at the front. Outside city streets and buildings are visible through the windows.